Now you see it, now you don't

Primedia Outdoor has introduced Day/Night, a technique enabling different creative components to be displayed within an advertising message during daylight and after nightfall, as can be seen in the Mini Cooper Limited Edition campaign executed in partnership with King James.

"Day/Night is most effective on backlit billboards capturing the illumination projected through the billboard face and is a first for South Africa. We developed it with Tone Digital and our client," says Dashni Naidu, marketing manager, Primedia Outdoor.

"The new Day/Night digital printing has huge potential to give advertisers added value on backlit billboards, allowing images or slogans that are invisible in day light to become highly visible when illuminated at night', elaborates executive chairman Steve Ratlou.

While the digital files need to be manipulated to achieve the effect, the outcome is a simple printing process on Vutek 3360 printers.

Dashni adds, "To be most effective, we and the creative agency should work hand in hand designing the creative message and selecting the elements that change from day to night."